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UsVsTh3m: Social vs SEO
Malcolm Coles General Manager, mirror.co.uk
Innovation is in our DNA
3
Innovation is in our DNA
4
QUIZ TIME!
 Everyone stand up.
 Including you.
 If you’re a woman, sit down.
 If you’re foreign, or you look a bit foreign, sit down.
 If you don’t have a job, sit down.
 If you’ve ever had pre-marital sex, sit down.
 If you’re anyone other than Michael Gove, sit down.
Free links!
We built links without trying – forums, news sites, you name it. So what did I learn?
Mobile
0%
10%
20%
30%
40%
50%
60%
70%
Wednesday:% hourly visitors on Mirror web, mobile plus tablet users: UK
0%
10%
20%
30%
40%
50%
60%
70%
Sunday: % hourly visitors on Mirrorweb, mobile plus tablet users: UK
Mobile Desktop Tablet
Mobile and link building
 How are people reading your outreach email?
 Would a website that cares about mobile carry your infographic?
 Will people care about your content if they can’t read it?
15
16
Source: lemonly.com/responsive/
PS
(Please stop sending me your infographics therefore).
Headlines
Interesting
Not interesting
Not mysterious Mysterious
Enticement
What to avoid
Polishing
a turd
Disrespectful – but successful
HEADLINES
Interesting
Not interesting
Not mysterious Mysterious
Enticement
What to avoid
Polishing
a turd
Disrespectful – but successful
Interesting
Not interesting
Not mysterious Mysterious
Enticement
What to avoid
Polishing
a turd
Disrespectful – but successful
HEADLINES
HOW TO USE THIS
 The title of your content
 The title of your emails…
Sharing
Will get clicked
Won’t get clicked
Doesn’t get shared Gets shared
VIRAL!
RUBBISH HEADLINESMOST STUFF
YOUR MUM IS ON FACEBOOK
Forget the 80:20 rule
 It’s more like 95:5
26
Newsjacking
YOUR TEAMS
 http://www.nytimes.com/2014/03/25/your-money/millennials-at-work-young-and-
callow-like-their-parents.html?_r=0
 http://www.nytimes.com/2014/03/25/your-money/millennials-at-work-young-and-
callow-like-their-parents.html?_r=0
HOW TO USE THIS
 Are your teams set up in a way that allows you to create amazing content?
 How do they sit together?
 How are ideas acted on?
 How do they work together?
 How do approvals work?
 Screen size

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